New Sales Technique?

[Wally]

I was passing a Holden dealership yesterday and couldn't help but notice a large very bright and vivid LCD screen mounted in the outdoor car display area. It was setback well into the yard and only about two metres off the ground to clear the car stock. Between promotional pics for Holden, there were KFC ads, etc.

I have no doubt it's a workaround from getting council permission for signage, but I thought it was clever to include third party advertising for income. Is this a new tactic across Oz, or have I just been my usual unobservant self?

[ltd]

I think gimmicks like that cheapen a brand. Holden shouldn't subject themselves to cross promotion; it's akin to a businesses website featuring internet ads by google etc. Holden are arguably a reputable company and I feel advertising the likes of KFC et al only serves to make them look desperate to save money.

[Smoke Pursuit]

I work with a company that has some of these signs.

They are reasonably new to the market however some of them aren't legal or council approved. Its quiet a big effort to get them thru council, plus as we all know different councils for different regions makes it tough.

They seem to be working as some dealers in QLD are using them on a regular basis.

Therefore its not really a workaround for getting council approval, they actually make it harder.

[Smoke Pursuit]

Originally Posted by ltd

I think gimmicks like that cheapen a brand. Holden shouldn't subject themselves to cross promotion; it's akin to a businesses website featuring internet ads by google etc. Holden are arguably a reputable company and I feel advertising the likes of KFC et al only serves to make them look desperate to save money.

It comes down to individual dealers, none of its set up by Holden themselves.

The only reason they market other companies to to make the adveritising somewhat cheaper, nothing to do with cross promotion. Dealers buy a time, they have no control over what other companies are marketed on the signs while in their dealerships, unless they pay the full amount and have it all to themselves.

[CHEETR]

im a sales rep for toyota.
its a company that is going round selling them to dealerships, it actually cuts costs of getting new signage done every year, we are putting them in at work as well great for sales ec.. to just do it all on computer instead of thousands in printing fee's

we are getting them for our new car yard and service department

[flappist]

Originally Posted by ltd

I think gimmicks like that cheapen a brand.

Yeh I am surprised that KFC would allow their brand to be cheapened like that

[GK]

Originally Posted by flappist

Yeh I am surprised that KFC would allow their brand to be cheapened like that

Gold!

GK

[R-Design]

Originally Posted by bfiipursuit

Dealers buy a time, they have no control over what other companies are marketed on the signs while in their dealerships, unless they pay the full amount and have it all to themselves.

Maybe Ford should buy some advertising at the opposition’s dealerships.

[Phyber]

Now that'd be interesting....I wonder if the dealers have any say in what other ads get placed?

[Scott]

This type of thing has been around for quite a while. It is an effective method whereby the "host", a Holden Dealer in this case can get the technology they like, some of the marketing benefits and outlay very little.

Similar examples are where a University requires 20,000 Access/ID Cards for their new student intake. Instead of them handing over ~$50k, they might approach McDonalds to advertise on the cards to offset the cost.

Many bus companies do a similar thing where they install CCTV to their fleet and add a couple of monitors which, amongst other things like route information, will display adds that are linked to the position of the bus/bus stop or general market awareness such as Coke.

[RATT]

Originally Posted by flappist

Yeh I am surprised that KFC would allow their brand to be cheapened like that

[Antwon]

Would laugh if Ford started advertising at a Holden dealership.

[Falc'man]

Originally Posted by flappist

Yeh I am surprised that KFC would allow their brand to be cheapened like that

KFC have now confirmed their latest Chicken Mullet deal: you get 8 pieces of chicken wings and two breast fillets with mash potato and a can of pub squash, and your own easy-to-install cardboard spoiler kit. All for $16.50000.

[prydey]

just need someone to hack into the software and change the advertising to something more attractive!

[ltd]

Originally Posted by flappist

Yeh I am surprised that KFC would allow their brand to be cheapened like that

Mate, absolutely beautiful. I laughed so hard I almost spat out my coffee.